We’re Updating How We Report and Measure Conversions for Ads On iOS
14 Traffic. Learn More About What to Expect and How You Can Prepare
How much have you figured out about the effect of the iOS 14 update on measuring and
reporting traffic through ad conversions? Frankly, little is known about the update but it surely
seems to have a broad impact on the world of digital marketing. However, as a PPC Ads Expert
discovers crucial information to help you prepare without getting overwhelmed.
Everything You Should Know About the iOS 14 Update
Before you decide to head into the process, ensure acknowledging what it is. Let us start with the
basics.
👉IDFA
What is it? It stands for “Identifier for Advertisers”. It is Apple’s ID that any mobile device
running an OS provided by the brand can use, be it iOS, iPadOS, and tvOS, which drives
personalised advertising when shared with MMPs (mobile measurement providers), advertising
platforms, or app developers. It lets these platforms push frequency capping, attribute app instals,
and measure the performance of campaigns. IDFA and AAID (Android Advertising Identifier)
are somewhat similar and are generally known as MAID (Mobile Advertising Identifier).
However, the IDFA is usually used alongside cookies in browsers to make a clear identity graph
to use for targeted ads.
👉The Change the iOS 14 Update Brings
Apple has changed the game for app developers with its new iOS 14 release. Now, developers
will be able to access the IDFA differently. While most users could access it before the update,
the new update is cutting short the number of users who can access it from an opt-out to opt-in
approach. However, both platforms and advertisers may be able to access a tiny bit of the IDFAs
available from before. In simple terms, this update has decreased the importance of IDFA as a
primary identifier for iOS users.
👉The Effect It Has On Your Digital Marketing
While there is still little information about the effect this update will have over time, there are
numerous questions in our heads that need answers. We at TOMG determined two important
areas where you may notice modifications after the update.
👉App Install Tracking and Attribution
The SKAd Network created by Apple won’t share either device or user data with advertisers. It
means that the company will control the attribution that is sent to Registered Ad Networks. The
Network will -
👉Restrict Campaign IDs to 100 per ad network

You won’t get any date stamp parameter but SKAd will give batch conversions that offer a
latency of 24-48 hours
Allow click-based attribution
👉Advertising: Frequency Capping, Personalization, and Targeting
It may not be easy to determine how reliable the IDFA advertising identity graphs are, but
according to FB’s declaration that the revenue for Audience Network will be reduced to half.
This will leave a massive impact on advertising on the Internet. For example, if Android and iOS
have 50% mobile users each, Facebook indicated that iOS will lose user-level targeting
throughout the audience network.
👉Google’s Recommendation for iOS 14
As an advertiser, you will have to use resources but the update’s impact will leave everything
changed. Although these recommendations may change, you can use them to adapt to the new
elements. Every platform is asking their clients to make sure that the latest release of their SDKs
so that they can catch the IDFA. Why? Because IDFA that are permission-based made noticeable
changes in architecture, which does not let legacy SDKs acquire IDFA as per the protocols.
The SKAd Network’s impact on tracking conversion can avail these tips. With the new release,
any SDK or app seeking to use the IDFA is going to require full approval from the user. The
company’s idea of enhancing privacy for users alongside maintaining a good ad-supported
environment is also the same for apps. Google Analytics for Firebase SDK may be the best
choice as your audience and measurement solution for apps. Those who use this SDK for
regulations like GDPR and CCPA can deactivate customised advertising features for the right
users.
Google is experimenting with different options to keep addressing the needs of advertisers on
iOS campaigns. This may bring changes to its features and functionalities. We recommend you
control the number of Ad campaigns as an advertiser. Try about 100 campaigns per app, which
will ensure that every campaign receives abundant conversion and also take care of the
SKAdNetwork compatibility.